Brunel University London

Insight and design strategy bolster student recruitment

Our award-winning student recruitment campaign identity, #goingtobrunel, was born out of an insight both students and staff recognised as truth

Opportunity

A 2012 rebrand saw Brunel University add ‘London’ to its name and introduce the strapline, ‘Addressing society’s challenges’. Come 2014, student recruitment targets were being missed. A review of the research carried out for the rebrand showed an emphasis on employers and business, a strategic priority. The look and feel had a strong corporate feel, with messaging focusing on academic excellence, while the umbrella strapline was misunderstood by some.

Approach

Our research among students revealed two cherished aspects of life at Brunel University London. The first was an emphasis on applied learning, tailoring studies to gaining skills for the workplace, work experience and engagement with employers. The second was the single campus site that was considered safe, easy to get around and ideally located for Heathrow and access to central London, with a strong sense of diversity and internationalism. Our revamp of the student recruitment identity focused on these two elements, using a ‘plus’ device to connect the two stories. We introduced a core narrative – Going to Brunel – which was the linking narrative from open days to fresher week, using #goingtobrunel in social media.

Impact

We have helped Brunel University London make a step change in communication. Our student recruitment campaign identity and design strategy increased student numbers at a time when other London universities were experiencing a decline. As a result, fee income rose by £9.45m in 2015. Our work has received industry recognition winning a Design Business Association design effectiveness award.